Familiarity, ease-of-use, and cost trump “cool” when marketers decide which communications channel to use. That’s the take-away from a recent survey which looks at some of the factors that weigh into a marketer’s decision on which communications channel to use. Pity the poor marketer who has to decide how to make the best use of time, money, and resources. The number of communications channels available to marketers has skyrocketed over the last 20 years, from about 10 in 1990 to more than 25 today. A newly minted marketing MBA in 1990 would have been familiar with these marketing channels. Newspapers Magazines Collateral Read More